Apple has plans to launch a new, possibly lower-priced Apple TV during the second half of 2022, says well-connected analyst Ming-Chi Kuo.
Kuo tweeted earlier today that the new Apple TV will have an “improved cost structure,” suggesting that the new set-top box may have a lower price, which would allow it to be more competitive with devices like Roku’s lineup, as well as Google’s Chromecast and Amazon’s Fire TV devices.
Apple will launch a new version of Apple TV that improves cost structure in 2H22. I think that Apple's aggressive strategy of integrating hardware, content, and service amid the recession will help close the gap with its competitors.
— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) May 13, 2022
The current Apple TV 4K model debuted in April 2021 and has a retail price of $179 with 32GB of storage and $199 with 64GB of storage. Meanwhile, Chromecast, Roku, and Amazon streaming sticks are available for under $100, with many options going for under $50.